"It is very disturbing to see some inappropriate items in this swimwear range. The pieces that are very adult and which contribute to the sexualization of young girls – especially in the poses portrayed – do not take account of the child protection concerns that have been well-aired."

The girls are actually in any poses that are seen on other online kids swimwear shops, unless they omit the child models all together.

Dr. Katherine Rake, CE of the Family and Parenting Institute charity, said:

"We’d like young girls to be encouraged to emulate Olympic stars like Ellie Simmonds and Rebecca Adlington when in the swimming pool – not models in leopard print."

We totally understand, but let’s be honest, leopard print is so much cuter than Olympic uniforms, even if Stella McCartney is the one designing them!

Despite the recent criticism, Hurley’s spokesperson said the kids line sells very well and that they have a ton of repeat customers.

If parents don’t like the swimsuits, why not just get something different?

At 8 years old, children shouldn’t be surfing the web alone anyway, right?! And these young girls look healthy and happy, which is a great example to set!